E-mail and Solicitation Letters
Introduction to Technical Writing
Summer II 2008
• Effective emails should serve the purpose
intended by the sender: Increased Sales; Customer
Relations; Prompt Replies.
•Effective emails are not mistaken for spam.
•Subject Lines: Avoid generic subject lines like Hi.
Use specific information shared between you and
sender to avoid being a spam: “Meeting at English
•Avoid using the word “Free” in the subject line.
•Keep the Email content short.
•Use short sentences.
•Use bulleted points if the content is complex.
•Avoid using UPPER CASE LETTERS, unless intended, it’s
treated as shouting.
•Emails are public documents, avoid using harsh, abusive
language and expressing emotions.
•Don’t forward a message to another person without the writer’s
Sales Letter “Hook Line and Sinker”
•Many sales letter fail not because of content, but
structure: Helen Berman.
•The Hook: This should cater specifically to the intended
receiver. The first two lines are important. The goal of the
first line is to get the email to be read. Make it personal.
Refer the receiver by their name.
•Line: This should contain benefits. The most important
content of a sales letter is its benefits.
•Sinker: Tell the reader specifically what you want them
to do. Example: Buy this product, subscribe to the mailing
list, ask for a free sample.